Speaking with AllThingsD's Walt Mossberg and Kara Swisher, Cook noted that Apple was selling only "a few hundred thousand" Apple TVs per year when it first launched, but added that sales have recently jumped exponentially to roughly 6 million in the 2012 calendar year.

"That business has found many many more customers," Cook said. "I think it's been great both for customers and very good from a learning point of view for Apple. I think many of us would agree that there's lots of things about the TV experience that can be better. We answered some of those, not all of those."

When pressed further about his previous comments on a possible Apple-branded standalone television or other device, Cook expectedly declined to go into detail. He did reiterate that TV is "a great area of interest for [Apple]," and noted the relationships created from working on Apple TV have offered perspective on the industry.

"And the popularity has been larger than we thought," Cook said. "We're not marketing it like we do our other products. So it's encouraging."

Not much was discussed in the way of future plans, or even possible deals with content owners, but the executive did reiterate his belief that the current television experience leaves much to be desired.

In an effort to pry some color on Apple's TV plans from Cook, Swisher took a final stab by questioning the solidity of Apple's vision for the TV moving forward.

It would be interesting to understand why they don't market it. I was in the Apple store yesterday and there was just one in the corner with a TV on a table. People who have it really like it and it ties you more into the Apple ecosystem. What about a few commercials or a better demo in the stores? What about a promotion where it is $50 with purchase of select other Apple products? My only possible guess is that they don't want too many messages out there or perhaps they want to do big marketing when the have their bigger solution and don't want to confuse the market by overly defining Apple TV now.

It would be interesting to understand why they don't market it. I was in the Apple store yesterday and there was just one in the corner with a TV on a table. People who have it really like it and it ties you more into the Apple ecosystem. What about a few commercials or a better demo in the stores? What about a promotion where it is $50 with purchase of select other Apple products? My only possible guess is that they don't want too many messages out there or perhaps they want to do big marketing when the have their bigger solution and don't want to confuse the market by overly defining Apple TV now.

I think you answered your own question. I think Apple realizes Apple TV is not the full solution yet, and missing some critical pieces. It's not "great" enough- not yet, anyway. Apple feels fine about having it around and incrementally making it better, but it doesn't yet deserve the attention that a full marketing campaign would bring. This is not entirely shocking- I would actually surprised if Apple pushed it heavily as it is now- it just doesn't seem like something that's in the DNA of the company. It's a versatile product, but not one which can be clearly defined yet for most people. I think most would agree its a fantastic value and insanely useful for anyone with other Apple products, but clearly Apple believes it hasn't begun to reach its full potential yet, and I respect that outlook. A lesser company would push it like any of their other products. Apple looks at the much bigger picture.

I love my Apple TV but it's starting to act up. I think the hard drive might be starting to go on it. My dad loves his too, but he has trouble getting his to talk to iTunes 11. I just finally updated to iTunes 11 and my Apple TV isn't even showing up any more as a Device.

My dad and I would both like to see Apple come out with a new version of the original. I like being able to load it up with my movies, music, photos, etc. and then being able to watch them whenever I want without having to remember to go turn on the iMac and start up iTunes.

With the lack of insight, Swisher asked if Apple had a definitive television strategy going forward.

"There is a grand vision," he said.

There's just no way around it. The only way Apple can ever give your living room the perfect seamless experience is if they completely control that experience. And the only way that's possible for them is if they provide an all-in-one turn key solution. Yes, it's taking longer than I ever thought it would, but this is ultimately living room destiny for Apple. Ladies and gentlemen, iTV.

I'm genuinely more excited for iTV than I was for the iPad, and that's the best product I've ever owned.

I bought an Apple TV (third gen) in 2012. But I sold it when the Roku 3 came out mainly because the ATV was confining as far as third-party content is concerned and I couldn't access Amazon Prime Instant Videos. My Roku 3 does everything my Apple TV does and more (I can access pretty much the entire library of Time Warner Cable HD content using the TWC app, so I don't even need a cable box in our bedroom).

I have decided the next generation will probably be the one in our house(whether or not it has a screen) As for the features in it are enough to improve are TV experience on price amounts, I hope however it is a major upgrade(only seen once since its debut). I have came up with 10 reasons in 10 hours for the Apple TV.

Because they haven't played their hand yet. I think their PR management of the Apple TV has been one of Steve Jobs greatest achievements. And the fact that they don't marketed it outside of its own website says a lot for just how great a company Apple is.

I went into Radio Shack the other day because I wanted to be able to hook up my iPad to flat screen TVs in various meeting rooms. For a 6' HDMI cable and the adapter for iPad to HDMI it ran about $50 each. For that I can buy an ATV and not be physically wired to the TV.

I think you answered your own question. I think Apple realizes Apple TV is not the full solution yet, and missing some critical pieces. It's not "great" enough- not yet, anyway. Apple feels fine about having it around and incrementally making it better, but it doesn't yet deserve the attention that a full marketing campaign would bring. This is not entirely shocking- I would actually surprised if Apple pushed it heavily as it is now- it just doesn't seem like something that's in the DNA of the company. It's a versatile product, but not one which can be clearly defined yet for most people. I think most would agree its a fantastic value and insanely useful for anyone with other Apple products, but clearly Apple believes it hasn't begun to reach its full potential yet, and I respect that outlook. A lesser company would push it like any of their other products. Apple looks at the much bigger picture.

Please use the word culture, not DNA. That's all RDF. It's called company culture, thinking, philosophy, not DNA.

I went into Radio Shack the other day because I wanted to be able to hook up my iPad to flat screen TVs in various meeting rooms. For a 6' HDMI cable and the adapter for iPad to HDMI it ran about $50 each. For that I can buy an ATV and not be physically wired to the TV.

I think its great for customers too. Thanks to both the AppleTV and Airplay, I severed ties with my cable company. Can't beat that.

Same here, home to three Apple TVs. We only have FiOS internet ... that's it. We watch Netflix and Apple TV ... we enjoyed TV more that we ever have and don't miss regular TV one scrap, especially the ads and news.